tailieunhanh - Lectur Introduction to information systems: Supporting and transforming business – Chapter 11

Chapter 11 customer relationship management and supply chain management. This chapter presents the following content: Defining customer relationship management, operational customer relationship management, other types of customer relationship management systems. | INFORMATION SYSTEMS Supporting and Transforming Business Fourth Canadian Edition RAINER • PRINCE • SPLETTSTOESSER • SÁNCHEZ-RODRÍGUEZ CHAPTER 11 Customer Relationship Management and Supply Chain Management CHAPTER OVERVIEW •  Defining Customer Relationship Management •  Operational Customer Relationship Management Systems •  Analytical Customer Relationship Management Systems •  Other Types of Customer Relationship Management Systems •  Supply Chains •  Supply Chain Management •  Information Technology Support for Supply Chain Management 1 LEARNING OBJECTIVES 1. Identify the primary functions of both customer relationship management (CRM) and collaborative CRM. 2. Describe how businesses might use applications of each of the two major components of operational CRM systems. 3. Discuss the benefits of analytical CRM systems to businesses. 4. Explain the advantages and disadvantages of mobile CRM systems, on-demand CRM systems, and open-source CRM systems. LEARNING OBJECTIVES (continued) 5.  Describe the three components and the three flows of a supply chain. 6.  Identify popular strategies for solving different challenges of supply chains. 7.  Explain the utility of each of the three major technologies that support supply chain management. CASE OABC MANAGES ITS NEW B3C CHANNEL The Problem •  How could OABC, a wholesale food retailer, serve consumers with much smaller food orders and potentially many more orders? •  What type of IT systems could help the company become and stay profitable in B2C? 2 CASE OABC MANAGES ITS NEW B3C CHANNEL The Solution •  OABC implemented Siebel CRM •  The system was implemented by Global Business Services The Results •  OABC now services over 200,000 families in six cities CASE OABC MANAGES ITS NEW B3C CHANNEL Questions 1. Why is customer relationship management so important to B2C electronic commerce? 2. What are the main characteristics of OABC’s CRM systems? DEFINING .